Introducing the first-ever Indian-made whisky, Bacardi recently launched its Legacy whisky, here in Hyderabad. The Pioneer interacted with Zeenah Vilcassim, marketing director, Bacardi India, who spoke about the growing demand of the beverage, echoing the sentiment of ‘Vocal for Local’, and how gender is no barrier in leading the game.
K. Ramya Sree
For several decades, the alcohol beverage industry has been heavily male-dominated. Thanks to gender inclusivity and awareness of gender equality, we now have many women leading the alcobev industry.
Bacardi is a popular alcohol brand not just in India but across the world. Recently, the brand launched Legacy whisky, which is a smooth blend of aromatic flavours. We were invited by the brand for a tasting session with the all-new premium blended whisky Legacy in Hyderabad. Held at Durbar Hall, Taj Falaknuma in Hyderabad, the evening was eventful with the royal dining paired with Legacy.
During the session, we got to speak to Zeenah Vilcassim, marketing director, Bacardi India, as part of the event, and you know what caught our attention? In a team of eight people handling the brand in India, five of them were women. Moreover, this time, the face of Bacardi’s trade ambassador in south India is also a woman.
Furthermore, this is their foray into the India-made whisky segment. Legacy is crafted with select Indian grains and is currently the only premium Indian whisky in the brand’s stable. It has a one-of-a-kind blend that combines Indian and Scottish malts with Indian grains, resulting in a rich blend layered with subtle peaty notes, fruity notes, and undertones of toasted oaks with a whiff of spice and a delicate vanillic smoky finish.
Introduced to the market in November 2022, the new brown-spirit – which truly embodies the culture and passion of India – is presently available across three states in India, including Telangana, which is one of the key markets for the brand in India. Besides Telangana, it is also available across shelves in Maharashtra and Uttar Pradesh.
Usually, when it comes to whisky, we prefer imported ones. Isn’t it? But this is an Indian-made whisky. Sharing with us the product’s uniqueness that will compete with its competitors, Zeenah informed The Pioneer, “Catering to the ever-evolving preferences of our consumers is something that is at the heart of everything we do at Bacardi, including our product innovations. Today, the demand for premiumisation has increased significantly in India. The IWSR 2021 data reveals that super-premium spirits in the country have grown by approximately 74% from 2020 to 2021. Indian consumers today are choosing to drink less but better, preferring a more refined taste in their spirits. Moreover, there is a widespread demand for whiskies that embrace and exemplify Indian flavors. Whisky as an overall category is currently growing at a CAGR 2.3% (2016-2021) and is pegged to grow at 4.2% in the next 5 years (2021-26). In fact, India has surpassed France to become the largest importer of Scotch whisky from the United Kingdom, with a 60% hike in imports in 2022 over the previous year. Additionally, IWSR 2021 data reveals that 97.2% of the whisky industry is today dominated by Indian whisky. In conclusion, there is a huge demand for flavourful, premium spirits, but there are limited offerings in the market catering to these demands.”
She added, “Today, many major players in the category are banking on traditional whisky tropes that lack differentiation, with everything from packaging to communication being standardized. Legacy is a product that has an Indian identity in its flavor, creation, and overall storyline, which will resonate well with Indian consumers. This latest innovation boasts of an individual character that is unapologetically and proudly Indian, and echoes the sentiment of ‘Vocal for Local’, which will surely hit a nerve in the Indian market and allow us to connect with our consumers in a truly unique way.”
Zeenah is all for women power, and she proved that women are no less capable in any field. You throw the challenge, and she’ll take it up with open arms and deliver a successful output.
Speaking about how gender is no barrier in leading the game, she informed us, “As industry leaders in the alcobev space, which is typically viewed as a male-dominated industry, we at Bacardi really value true diversity of thought – the benefit that different perspectives add to an organisation’s culture. Inclusivity is a core pillar for us, and we are always focused on driving inclusion – a journey that we believe begins at home. My journey at Bacardi has given me the opportunity to voice my opinion, share my thoughts, and add perspective without holding back. Moreover, having the confidence to always be my authentic self has enabled me to focus on empowering all those around me. Being part of such an inclusive and inspiring workplace has enabled me and those around me to contribute meaningfully to the growth of the business and make a significant impact. I truly believe that women uplift women, and working in the presence of some of the most talented women at Bacardi truly inspired me to grow as a professional and do my best work every day. Bacardi’s Women in Leadership initiative has been a catalyst in helping other women within the organization excel in their roles as well through meaningful mentorship and sponsorship. I strongly believe that building a culture of open and honest conversations without ego encourages every employee to be an ally to each other.”
